Upload
g3-communications
View
378
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Using disparate systems for email campaigns, online events, social media and web tracking only takes sales and marketing part of way towards engaging prospects. Many progressive teams are realizing they need holistic tools and tactics to see the full picture on buyer behavior. During this webcast, we’ll hear case study examples from Andrew Gaffney, Editor of Demand Gen Report, and Janelle Johnson, Director of Demand Gen of Act-On Software as they discuss 7 key areas where sales & marketing teams are missing out on engagement opportunities with prospects by failing to connect the dots on behavior between core channels.
Citation preview
Presented by Sponsored by
Marke&ng’s Missing Links: Calcula3ng the Cost and Benefits of Integra3ng
Channels, Campaigns & Repor3ng
#ActOnSW
Welcome Webinar A6endees
Type ques&on here
Follow this webinar on Twi6er
#ActOnSW
About Demand Gen Report
• Launched in 2007 to track best prac3ces in lead genera3on
• NewsleHer has grown to more than 26,000 readers
• We also offer a menu of research and best prac3ces reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report http://linkd.in/DG_Specialists
Panelists
Janelle Johnson Director, Demand Gen
Act-‐On SoHware
Andrew Gaffney Editor
Demand Gen Report
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Marke&ng’s Missing Links: Calcula3ng the Cost and Benefits of Integra3ng Channels, Campaigns & Repor3ng
Join the @ActOnSo.ware conversa4on on Twi6er and discover what others are saying about us:
#ActOnSW
www.act-‐on.com | @ActOnSoHware | #ActOnSW
of best-‐in-‐class B2B marketers integrate their email and social media campaigns, compared to an industry average of just .
-‐ Aberdeen Research
65%
51%
www.act-‐on.com | @ActOnSoHware | #ActOnSW
What B2B Marketers are doing today • Invest in campaign tools
• Use cuVng-‐edge technology
• Gather data about their products
• Create libraries of marke3ng content
www.act-‐on.com | @ActOnSoHware | #ActOnSW
The Real Magic: What they need to do • Implement holis3c marke3ng campaigns and solu3ons
• Synchronize methodologies and tac3cs
• Link marke3ng components seamlessly
• Ensure elements compliment one another
www.act-‐on.com | @ActOnSoHware | #ActOnSW
7 Key Areas of Integrated Marke&ng Tac&cs
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Key #1 -‐ Email Challenge Marketers con3nue to struggle with: • Reaching the right audience • Crea3ng compelling content
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Pro Tip: Include social network buHons in your marke3ng email.
Solu&on: Social Sharing Op&ons Higher share rates of Emails with social media links vs. those without: • 370% higher with LinkedIn • 190% higher with TwiHer
Key #1 -‐ Email
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Key #2 – Social Media Challenge Social media is a peripheral player* • 7% think it is mature • 89% think it is not a major lead source
* 2012 eMarketer
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Solu&on: Social Media’s Strength Amplify marke3ng through SM • “Share” and “Like” • Live event hashtags (#) • Monitor conversa3ons • Nurture rela3onships
Pro Tip: Keep social media posts “fresh” and “relevant” with choice bits of content.
Key #2 – Social Media
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Challenge Genera3ng buzz for webinars and webcasts • Most effec3ve marke3ng resource • Valuable source of informa3on
Key #3 – Online Events
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Solu&on: GiH that keeps giving Make webinars • A source of useful content • Augment marke3ng campaigns • Fodder for blogs and social media • Compliment white papers • Available 24/7
Pro Tip: Use an online event management tool that provides detailed analy3cs on registra3ons, aHendance and par3cipa3on.
Key #3 – Online Events
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Challenge Blogging efforts seem uncoordinated • Marke3ng campaigns are disconnected • Posts are random and ineffec3ve
Key #4 – Blogs
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Solu&on: Relevant blog content Blogging is a strong SEO tool • Update blog posts regularly • Reference integrated campaign
content • Include a call to ac3on
Pro Tip: Create an editorial calendar and coordinate blogging with campaign efforts.
Key #4 – Blogs
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Challenge Generic web pages are not effec3ve • Leads go to wrong content • Prospects get lost or bored • Opportuni3es leave
Key #5 – Landing Pages
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Solu&on: Dedicated landing page Send prospects to campaign dedicated pages • Test and tune to boost conversion • Provide a specific offer • Create a call to ac3on • Tie campaign elements together
Pro Tip: Use a tool that creates track-‐able, unique URLs to 3e landing pages to specific campaigns or content.
Key #5 – Landing Pages
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Challenge Web visitors are anonymous • Unable to 3e to a specific campaign • Unknown which search term was used • Unclear how they found company
Key #6 – Web Site Intelligence
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Solu&on: Track incoming visitors Correlate traffic to marke3ng campaigns • Unique URLs for email/social media • Enable cookies • Track referring URLs
Pro Tip: Use web site intelligence and analy3cs to iden3fy individual leads and site ac3vity.
Key #6 – Web Site Intelligence
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Challenge Web intelligence tools are incomplete • Channel strength? • Channel effec3veness? • Prospect to qualified lead ra3o?
Key #7 – Integrated Analy&cs
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Solu&on: Use the right analy&cs Understand your marke3ng campaigns: • Content you intend to use • Channels and planorms you will
employ • Results you want to get
Pro Tip: Know what you want to measure in your campaigns before finding a solu3on.
Key #7 – Integrated Analy&cs
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Integra&ng your marke&ng efforts gives you a range of tools and tac&cs that work
together to amplify your results.
www.act-‐on.com | @ActOnSoHware | #ActOnSW
Ready to Learn More? • Sign up for a demo act-‐on.com blog.act-‐on.com
• Need it sooner Call us: 1 (877)530-‐1555 Email us: sales@act-‐on.com
Q&A // Submit Your Ques&ons
Type ques&on here
Q&A // Panelists
Janelle Johnson Director, Demand Gen
Act-‐On SoHware
Andrew Gaffney Editor
Demand Gen Report
Thank You For A6ending This Webinar
You can download this presentation at:
http://dg-r.co/mktmissinglinks